When the worlds of fashion and horology meet, a beautiful partnership is formed.

You may have seen her more often on fashion runways than on the cover of watch publications but make no mistake, Bella Hadid represents many of TAG Heuer’s ideals and more. Perfectly embodying the brand’s #DontCrackUnderPressure motto, the brunette beauty exhibited her svelte frame at Equinox Bond Street, the fitness club chosen as the venue for her introduction as the new face of TAG Heuer.

One of fashion’s newly minted It Girls, Bella was voted ‘Model of the Year’ last December and had the fastest growing fan base (currently 10 million) on social media in 2016. The 20-year-old Millennial is known for her deeply personal artistic sense which she conveys through the images she posts on social media.

Of the partnership, TAG Heuer CEO Jean-Claude Biver explained, “Having Bella on the team enables me to reconnect TAG Heuer with the Millennials and young generations, and also with the brand’s avant-garde spirit, the spirit which drives us to do things differently, to innovate and to dare.”

The rising star is also looking to collaborate on projects involving one of her favourite pastimes—photography. Will there be future TAG Heuer campaign shots by her perhaps? We can’t wait to see what this partnership brings.

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